Marketing Trends for 2016
Our look at the latest trends in digital media and technology and how they will impact marketing this year
At the start of each year, there is always a lot of interest in predictions for the year ahead and the latest marketing trends. "What's Hot?" and "What's Next?" are always the most common questions when I give webinars and talks! As we near the end of the first month of 2016, and people look to the year ahead, the interest increases. Since it's that time again, in this post and a series of others looking at customer lifecycle tactics, I'll look at what I see as the latest trends in marketing which look set to continue into the rest of 2016.
What do you think will be single biggest trend in digital media and technology in 2016?
To inform my thinking on marketing innovation, I'm always interested to hear the view of "hands-on" marketers in businesses running digital marketing activities as to what they see as the most important trends and I'm grateful for readers input into research like that shared in our Managing Digital Marketing report which we will be updating later in the year.
In a poll launched in the Autumn I asked readers to give their views on which digital marketing techniques will matter most to their businesses in 2016. The question was:
“Since we're talking trends, I'm interested to hear your opinion on THE biggest trend in digital marketing as shown by what will make the most difference to your business (or your clients if you work for an agency or as a consultant), i.e. which digital marketing technique will give you the most uplift or incremental benefits?”
The graph shows the results of our survey as of 8 February 2016. Our poll received over 1,500 answers, so thanks to all those who took part.
Here, for your reference, is the full alphabetical break-down of activities which helps explain the results. For example, Big Data is surprisingly high, but this includes market insight and predictive analytics
•Big Data (including market and customer insight and predictive analytics)
•Communities (Branded niche or vertical communities)
•Conversion rate optimisation (CRO) / improving website experiences
•Display (Banners on publishers, ad networks social media including retargeting and programmatic)
•Internet of Things (IoT) marketing applications Marketing Automation (including CRM, behavioural Email marketing and web personalisation)
•Mobile marketing (Mobile advertising, site development and apps)
•Paid search marketing, e.g. Google AdWords Pay Per Click Online PR (including influencer outreach)
•Partnerships including affiliate and co-marketing
•Search Engine Optimisation (SEO), e.g. Indianapolis SEO
•Social media marketing including Social CRM and Social Customer Care
•Wearables (e.g. Apple Watch, activity trackers, augmented reality)
Trends in consumer purchase behavior
Following the views from marketers and businesses, changes in consumer use of digital media and technology is core to understanding trends in digital marketing. Today's consumer buying decision is certainly getting more complex...